Real-World View: Syncing TV with Search

Meg Coyle, Content Director
Meg Coyle,
Content Director

A few months ago, we shared some customer stories to show just what “measuring and optimizing TV campaigns” look like in the real world. Today, we’re going to do it again, but this time to illustrate the power of syncing TV ads with paid search.

We’ve been talking a lot about the relationship between TV ads and search lately. TV has become a primary driver of search, and the minutes after spots air are when consumer intent-to-buy/engage is the highest. Having the top search position in those critical moments significantly increases click-thru rates (CTRs) and helps to maximize TV-driven response. Not to mention, it ensures efficiency of spend too.

 

Here’s how Suzuki and Atkins made TV and search work together with the help of SearchSync:

 

Suzuki synced TV and search during an eight-week campaign for its Vitara model. Whenever a TV ad ran, a paid search campaign, with relevant keywords, was activated for five minutes following the spot. This made sure Suzuki had the top position on Google in those post-TV moments.

 

Even though the sync campaign was live for only 10% of the time, what’s astonishing is the impact it had. The synced campaign resulted in a:

  • 43% higher CTR vs. the non-synced campaign
  • 30% increase in conversions (measured as store-locator queries and brochure downloads)
  • 50% increase in mobile traffic

 

Atkins, the low-carb diet program, synced a four-week national campaign featuring Sharon Osbourne. Just like Suzuki, Atkins synced its search initiatives in the minutes after TV spots aired. Post-campaign analysis showed a significant increase in TV-inspired engagement among an audience that had a high intent to purchase. Results included a:

  • 19% increase in CTR
  • 34% increase in web pages visited
  • 48% increase in time spent on the site
  • 18% decrease in cost per conversion (measured as registrations)

 

Learn more about the power of TV and search and how TVSquared’s SearchSync can make it happen here. And, as always, you can drop us a line to set up a time to talk!

SearchSync: Connect TV Ads with Paid Search Campaigns

Shona Maguire
Shona Maguire,
Product Marketing Manager

Proving that TV can be measured in the same way as digital, and also be used as an effective performance channel is part of TVSquared’s DNA.

Not only do we detect when a spot airs, but we see the response – from search activity to direct brand engagements – in the moments following exposure to a TV ad. As a result, we know that TV is a top driver of search activity, and we’re excited to share more about TVSquared’s latest product, SearchSync.

 

With SearchSync, marketers can sync their TV ads with search campaigns to optimize bids when the traffic – and buyer-intent – is high, securing top search positions when they matter most. The end-result is increased ad performance and double-digit conversion uplift.

 

Watch this short video to learn more about the magic behind SearchSync:

Contact us to learn more about TV measurement and syncing up your TV ads with paid search campaigns.

 

More Super Bowl LII Ad Winners: Players, Celebs & Movies

Meg Coyle, Content Director
Meg Coyle,
Content Director

Earlier this week, we shared the results of our third-annual Super Bowl TV ad analysis. Stella Artois won most of the metropolitan areas with its Water.org/Matt Damon spot, driving search up to 177x its baseline traffic.

But we didn’t just track TV-driven search for brands. We also analyzed Eagles/Patriot players, celebrity spokespeople and movie trailers. Here are the three winners who join Stella Artois as the 2018 Super Bowl ad-driven search champs:

Nick Foles

Nick Foles

Eagles quarterback and Super Bowl MVP, Nick Foles, beat Tom Brady in terms of search across the U.S. In fact, we only saw his search traffic start to die down after he was awarded the MVP trophy.

Chris Pratt

Chris Pratt

Out of the many celebrity spokespeople, Chris Pratt had the highest TV-driven search traffic in the U.S. While his Michelob Ultra spot certainly led to search, the fact that a “Jurassic Park” trailer ran too didn’t hurt his chances. For the entire country, Chris’ search rate increased by 87x the baseline.

Other celebrities that made an impact were former SNL cast members, Chris Elliott and Bill Hader, who won Los Angeles/Seattle and Miami, respectively. Danny DeVito won Dallas, Peter Hermann conquered Philly and Tiffany Haddish took Denver.

JP

Jurassic World (with a “Black Panther” honorable mention)  

The movie trailer that drove the most search across the entire U.S. was for “Jurassic World: Fallen Kingdom.” But we also saw a tremendous amount of traffic, especially in metropolitan areas, for the upcoming “Black Panther” film. This is interesting because Marvel didn’t run a traditional trailer, rather it teamed up with Lexus for an action-packed and, ultimately, effective ad.

To get our 2018 Super Bowl TV Ad infographic, you can download it here.

Webinar: Best Practices for Live-Event TV Advertising

Katie
Katie Breen,
Biz Dev Manager

Live-TV events are some of the best times to get in front of a massive audience. But, at the end of the day, what really matters most is if the spot made an impact. Did it drive sales, search, site visits, registrations or donations? Since these type of ads come at a premium, advertisers are under pressure to prove that live-TV drives revenue.

 

Earlier today, TVSquared hosted a 15-minute “Ad Break” webinar on best practices for live-event TV advertising. The tips were taken from our experience working with more 600+ brands and agencies across the world, and were meant to help advertisers get the “best bang for their TV buck.”

 

We also shared the findings from our third-annual Super Bowl TV ad analysis, including the brands and celebrities that drove the most search throughout the game.

 

If you missed the webinar, don’t fret; the recording can be accessed below. Learn about:

  • How to sync TV with search to take advantage of the moments when intent-to-buy is high among viewers
  • The effectiveness of emotion-driven ads for broad, live-event audiences
  • Different, but equally effective, options to the traditional 30-second spot
  • The importance of ad timing and how it can impact response
  • Alternatives to frequency and reach metrics for planning and measurement

Super Bowl LII TV Ad Winners

Meg Coyle, Content Director
Meg Coyle,
Content Director

Love ‘em or hate ‘em, the New England Patriots and the Philadelphia Eagles played an exciting game last night. The nail-biter was punctuated by much-anticipated, $5M-a-pop TV ads (with an unexpected 30-second blackout thrown in).

Amazon Alexa lost her voice, but won the USA Today Ad Meter. David Harbour, the beloved Chief Hopper from “Stranger Things,” made a splash during multiple Tide detergent spots, and “Dilly Dilly” is fast becoming a phrase we can’t escape from.

 

While many of these ads are topics of conversation – and controversy –  today, which ones actually drove the greatest response? For advertisers, TV has traditionally been about branding, but with the rise of second-screens, it’s also become a tool for immediate response, especially search.

 

In our third annual Super Bowl ad analysis, we found the “TV Ad Winners” in major U.S. metropolitan areas. These were the brands that drove the highest search lifts among all advertisers.

 

And the Winners Are …

 

Stella Artois’ spot, in conjunction with Water.org and Matt Damon, drove the biggest impact with search lifts up to 177x its baseline. While Philly won the Super Bowl, New Englanders can take some solace in the fact that Damon, a Boston-ite, was part of the team that ran away with the advertising honors.

Hyundai and Coca-Cola were the only other two brands that beat Stella in Philadelphia and New York, respectively.

Check out our “Super Bowl LII TV Ad Winners” infographic to learn more. And, throughout the week, we’ll share more insights from our analysis. Tomorrow, find out which auto company drove away with the top performance, and what movie preview resulted in the biggest response.

Capture Competitors’ TV-Driven Search Traffic

Shona Maguire
Shona Maguire,
Product Marketing Manager 

 

Do you want to capture your competitors’ TV-driven search traffic?

We know that TV is a primary driver of search traffic. And we know that having the top search position results in, by far, the highest click-through rates. We also know that it’s extremely expensive to maintain the top spot all the time. This is why advertisers need to capitalize on the moments when traffic spikes – in the minutes following TV ad airings.

 

Securing the top ranking when your own TV ad airs is a no-brainer. It ensures efficiency of spend and keeps you in the premier spot when consumers’ intent-to-buy/engage are the high. That’s the bread-and-butter of our SearchSync product.

 

But what if you could have the top ranking in the minutes after your competitor’s TV ads run too?

 

Many SearchSync users are doing just this – essentially, taking advantage of competitors’ TV spend to drive traffic to their own site. Using SearchSync for competitive bidding, they secure the top spots over competitors. While a rival’s TV ad might have spurred on a consumer to search, your brand is reaping the benefits.

 

It’s kind of genius. [insert evil-genius laugh]

 

Here’s one of my favorite examples:

A well-known pet brand, Company X, was advertising a flea-and-tick treatment on TV. Another brand, Company Z (one of our customers), sold a similar product – let’s call it “Doggy Don’t Itch.” Whenever Company X ran a TV ad, Company Z synced its search campaigns to bid for and secure the top search spot. Company Z positioning itself as a viable alternative and effectively capturing the flea-and-tick treatment ad traffic, diverting it to its own website and making a ton of sales.

 

To learn more about how to capture your competitor’s TV-driven search traffic, visit www.tvsquared.com/searchsync.

How Does TVSquared Actually Work?

Jamie
Jamie Lemle,
VP of Marketing

We often talk to the fact that our customers use insights from TVSquared to improve TV campaign effectiveness by up to 80%. But what does the platform actually do to help advertisers better leverage TV ads to drive sales and conversions?

Our team put together a great 90-second video that answers that very question. Check it out and discover why 600 brands, agencies and networks in 60+ countries consider TVSquared to be the gold-standard for TV attribution.

‘18 Trend Series: The Final 3 – KPIs, Mini Ads & Auto Planning

Jayne
Jayne Fairchild,
UK Marketing Manager

We’ve come to the end of our 2018 TV Ad Trends series. Since the last three topics have been covered fairly extensively on our blog recently, here’s a recap:

 

The Rise of Mini Ads

With the introduction of six-second ads, the TV industry has found another avenue for increased viewability, engagement and revenue. These “mini ads” are long enough to make an impression, but short enough to prevent viewer avoidance. The implications are huge, especially for live-event advertising.

In theory, these ads can move in and out of programming without disrupting the content like traditional ad breaks. Viewers, already engaged, do not have time to leave the room or even skip them. The potential to reach a very large, engaged audience is there. And, for networks, it’s more inventory and, ultimately, revenue.

Read more about our take on mini ads here.

 

New KPIs for TV

Gone are the days when advertisers used reach and frequency metrics alone to measure TV’s success. Today, advertisers are relying on brand-specific, performance-based KPIs.

The touch of a smartphone is all it takes for a consumer to respond. There is no interruption, and responses can be directly connected to the content generating them. TV advertising, once used primarily for brand awareness or consideration, is now driving people directly into the customer journey via digital (search, site traffic, app activity, etc.).

It’s all about using data-backed metrics that link TV campaign performance to business impact. So, what are these metrics? Well, they are unique to every brand. But you can learn more about finding the right TV metrics for your brand here.

 

Automated Media Planning

Traditional, robust TV media plans are resource-intensive and take weeks to prepare. They are also based on very narrow demographic ranges, implying that all members of target audiences are the same. The result is a well-researched plan, but one that is completely based on ratings vs. real-world response.

But this is changing. The availability of first- and third-party data is enabling planners to leverage AI and machine-learning technologies to significantly overhaul the TV planning process for the better. Planners can not only create multiple plans in minutes, but they can also go one layer deeper into the data to show how plans will actually perform.

Check out more about this topic in a post from Aktar Somalya, our director of product management.

To learn about all of the biggest trends impacting TV advertising this year, download our ebook. It’s a good read!

TV Still Dominates Video

Katie
Katie Breen,
Biz Dev Manager

We can scream about TV’s still-strong viewership and its effectiveness as a marketing channel until the cows come home (and we have!). So, when others back up our claims, it’s all the sweeter.

Salesforce released the findings of a worldwide survey of internet users, which found that TV still dominates media consumption – by a lot. About 81% of respondents said they watched broadcast TV at least once a month. The next closest media channels were radio (71%) and streaming video (69%).

The Salesforce study revealed that although there were generational divides around media consumption, TV still has the largest reach compared to other media outlets, including radio, streaming video, cable/satellite and online/print news.

Yes; times are changing, especially when it comes to media consumption. But the change is happening slower than most people realize. TV is frequently watched and it’s influential, not to mention it’s, unequivocally, the most powerful marketing channel for advertisers. The proof is there. Please don’t make us shout about it anymore!

Capture the High-Interest Moments that TV Drives

Kevin O'Reilly, CTO
Kevin O’Reilly,
CTO

Search marketers have a unique advantage. They can target prospects more efficiently than many other marketing vehicles because they can serve relevant messages at the moments of intent – i.e. the search.

 

When it comes to unbranded terms – those that advertisers spend upward of 90% of their SEM budgets on – it’s the opportunity to market to and capture intenders. Of course, this is a bidding environment against the competition. While first position on every impression might seem ideal, it’s most likely not obtainable, and even then, not an optimal use of budget. Instead, search marketers look at optimizing their budgets by product, audience and timing.

So, why are we talking about search marketing on a TV analytics platform?

It’s all to do with optimizing the search budget. Ideally, we want to optimize it in periods of higher demand and into audiences that have higher engagement with the brand post click-through. One of the best times to do that is in the minutes after the brand has advertised on TV.

TVSquared has proven that TV delivers direct (search and direct-type) engagement with a brand’s web and mobile assets in the minutes following an ad airing. Simply, interested consumers use second-screen devices to find out more about the brand immediately following exposure to a spot.

Actual Web Response to a TV Ad

However, as approximately 85% of web traffic starts with search, that TV traffic is going to pass through search on the way to discovering more about your brand. In the case where those searches are product-driven, it’s a chance for competitors to intercept your traffic or vice versa.

TVSquared SearchSync

SearchSync helps marketers capture web traffic that their TV ad is generating by coordinating SEM campaign bidding with TV airings. Using TVSquared’s platform, marketers just need to set their keyword bidding process as normal and we do the rest, including dynamic spot detection and campaign triggering within seconds of the spot airing.

Brands leveraging the platform have not only seen 20%+ increases in click-through rates, but because high-consideration audiences are being captured, they’ve also experienced 30% drops in bounce rates, 50% increases in time-on-site and 20% increases in brand uplift.

Leveraging dynamic bidding in this way – when TV is on air – ensures that a brand is maximizing the impact that TV has, not just in building brand consideration, but also for driving and capturing high-consideration traffic into the digital funnel.

To learn more about how to link TV with your search campaigns, click here.